ACT Customer Experience Workgroup

Transcription

1 ACT Customer Experience Workgroup Update Judy DeLaRosa & Claudia McClain, Co-chairs Feb 12, 2014

2 2013 Key Trends Social Culture (broad influence of social ) Connected Society (empowered consumers) Mobile & Mobility (anytime/anywhere access) Demographic / Diversity Transformation (preferences) Data Availability & Analytics (business intelligence) Changing Nature of Insurance Risk (opportunities/challenges) Information Security Regulation (compliance)

3 Our Challenge Find a way to develop and communicate the associated must do actions in a way that was: Relevant Consumable Actionable Applicable to individuals and Powerful at our collective group level Impactful

4 Our Solution Tie the key trends to our customer s journey Identify applicability of trends at relevant points in the journey Identify must do actions and outcomes Helps us all understand the impact we have individually and collectively on their journey When we understand the journey we will understand the experience, and can then identify needs and opportunities to optimize conversion

5 The Customer Journey The Customer Experience Journey is a series of events that leads from the first contact to the final conversion. Each event contains a number of Touch points both digital and physical, that together make a unique impact, and create a User Experience, valuable and useful to both our clients and their customers Our objective is to simplify the customers journey, through all touch points, and create an experience that stands out from what the competing distribution systems are able to offer.

6 Customer Lifecycle Touch Points Discover Become an Advocate? Evaluate Renew or Leave Buy Access/Support

7 Each of the trends has a role in the journey Social Culture Connected Society Mobile & Mobility Increased Security / Regulation Demographic / Diversity Transformation Data Availability & Analytics Customer Journey Changing Nature of Insurance Risk

8 Our Approach Create a new Customer Experience workgroup Create Personas (Personal & Commercial) Identify the lifecycle touch points Select a few scenarios to be used in mapping the journey Create the journey/experience maps, identify moments of truth, areas of strength, opportunity for improvement & gaps Validate findings with the larger ACT group Map each of the trends to the journey, understand their impact on experience and identify and priorities must do s

9 Why this is important Judy shared a glimpse into Steven Van Bellegham s slideshare presentation Re-Invent the Future (Majority of slideshare omitted due to length Can be found at

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11 Why this is important Forrester Report: Competitive Strategy In The Age Of The Customer Only Customer-Obsessed Enterprises Can Survive Disruption The Age Of The Customer We have begun a 20-year business cycle in which the most successful enterprises will reinvent themselves to systematically understand and serve increasing powerful customers Companies Must Invest In Customer Engagement Real-time actionable data, Contextualized customer experiences, Sales methods tied to buyers processes and content-led marketing Customer-Obsessed Metrics Will Matter Most Investments in marketing, business technology (BT), and customer experience will focus on metrics like retention and customer satisfaction over any other way of measuring success Quotes from October 2013 Forrester Report Competitive Strategy In The Age Of The Customer, by David M. Cooperstein

12 An Agent s Perspective What Amazon teaches Independent Agents & their Partners? Amazon s 3 Big Ideas that have survived 18+yrs: Put the Customer First Invent Be Patient Jeff Bezos, CEO

13 Why is this important to know? Recent Accenture Study found: 2/3 rd of consumers state they would consider buying auto, home and life insurance from businesses other than insurers, such as Amazon, Google, or banks. However in the same study: Over 52% of customers between 18 and 34 years state they are willing to pay more for personalized service. Price matters less to customers under the age of 35, as long as they receive more value. Goal: To discern how consumers define value so that we engage clients in meaningful ways at appropriate times.

14 The Empowered Consumer No longer an either/or option Consumers expect a personalized relationship and the empowerment of technology: Know me: Consumer relevance Show me you know me: relationship at scale Delight me: Seamless experience Enable me: Inherently mobile Value me: Naturally social Best s Review, Feb 2014

15 We Can Do This Together! Partnership & Customer-Focus are the Keys 51% of consumers are frustrated by inconsistent experiences. (Best s Review, February 2014). They demand a seamless experience across all channels. Worth the effort: 5% increase in customer retention can generate a 75% increase in profitability IA channel best equipped to deliver the personalized & customized Know Me! experience consumers crave. We all benefit from a shared vision with our partners. The power of ACT: Companies, vendors, and agents together studying the customer journey from the customer perspective to share Best Practices for all.

16 ACT Customer Experience Workgroup Thank you!